Buyers expect you to know their lives, their words because, really, if you don’t how can they trust you to deliver a product/service that meets their needs when it’s not at all clear that you understand them and their market?

The most complicated and, from a financial perspective, the most expensive part of any transformation is always the people. Just be aware that the people who might be the best candidates for replacement or retraining might not be who you think they are.

If you can understand your buyer very well, you can anticipate her every move and thought. That, in turn, will help you create marketing that is so perfectly targeted that it get her to do what you want her to do, very much like dogs do to their humans.

Things may not work out exactly as you had planned but, if you have a clear and concise vision of the outcome and stick to it, you’ll end up a lot closer to your goal than if you didn’t have a vision of the end result. You’ll also be a lot less terrified of the great unknown and a lot more likely to take that giant leap forward into a better future.